Look beyond a consistent experience

As luck would have it, Forrester Research just released a study in which 32% of retail business executives responsible for e-commerce and/or channel strategy say their company lacks a vision for providing consumers a consistent multichannel experience. There are at least two immediate observations on this point.

First, is it really a critical element to a multi-channel strategy that there by consistent consumer experiences? As brand touchpoints, there do, of course, need to be consistent delivery of brand messages and branding visuals. However, that's a bit obvious. What is less obvious is the assumption that the actual experience of the consumer should be consistent. Why? Is it really necessary, possible or desirable for consumers at Walmart.com to have the same experience as shoppers at Walmart stores? OK, so that's a bit tongue in cheek. The Forrester study isn't really about mimicking the physical attributes, but rather delivering on those aspects of the brand premise which can be consistent across channels.

So after abandoning humor, I'm still left with: is it really a critical element? Isn't it possible that the makeup of the shopper universe differs between channels? That the experience expectations are different, and that the shopping behavioral mindset alters between channels? I think it does. So given that SOME degree of consistently of experience is essential to reinforcing brand attributes, the next question is which ones? And I have an all-to-familiar feeling that this question isn't being asked. Rather, the focus continues to be on transactional or surface level "experience" consistency. Look beyond, to what is really important, really practical, and really relevant to both the channel and to the synergy which is the inherent business purpose behind consistency.